Upfront TV advertising revenue witnessed a 5.2% increase for the 2018-2019 TV season — similar to the rise a year ago. Combined broadcast and cable networks deal-making saw upfront TV advertising grow 5.2% to just over $20.7 billion, according to Media Dynamics, a media consulting/publishing company.
TV’s upfront advertising market for primetime over-delivered — for both broadcast and cable networks — with 6% more revenue versus the year before, according to a new estimate. Total TV upfront ad revenues hit $19.7 billion — $10.6 billion for cable networks (up 7.6%) and $9.1 billion for broadcast networks (4.1% higher), according to Media Dynamics, a media consultancy.
Broadcast and cable networks’ advance ad sales for the upcoming TV season are expected to hit $18.6 billion, the best showing in three years, according to the consulting firm Media Dynamics.
Perhaps the most telling sign that this year’s upfront did not go all that well for media sellers: Even spending on cable, which has been seeing gangbuster gains since the recession ended, was down. A new report from Media Dynamics, a media consulting firm, finds that overall dollar volume for the 2014 upfront fell by 6.1% compared to last year, to $18.125 billion. That includes a drop of 4.7% for cable, which slid from $10.16 billion to $9.675 billion, its first drop in four years.
An explosion of marketers’ messaging from TV, radio and online platforms doesn’t necessarily mean they receive full — or even half of — consumers’ attention for those advertisements. Ed Papazian, president of Media Dynamics, says that 50% to 60% of the audience is only partially attentive when a commercial appears on the screen. Papazian says his estimates come from a number of third-party researchers, such as Simmons and MRI, as well as other studies.
For 2013, the average online video ad was about double the price of a national TV commercial — and in some cases even more than that for targeted online video.